27 May 2024 World leisure: news, training & property
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Spa Business
2024 issue 1

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Leisure Management - Adapting global strategy to suit local consumer needs


Adapting global strategy to suit local consumer needs
Voya has developed seven new rituals for the GCC market photo: VOYA
Voya is a champion of green beauty photo: VOYA

Irish marine seaweed brand Voya is celebrating a significant development in its global expansion, having entered the Gulf Cooperation Council (GCC) market.

“We’re renowned internationally for our seamless supply chain, so it was vital to establish a subsidiary in the GCC to provide equivalent service and access to our partners in the region,” said Chantal Sanders, global head of sales at Voya.

“To ensure our success, we’ve adapted our global strategy to suit local consumer needs and devised a thorough planned go-to-market strategy, supported by wise investment.”

Building a presence
Voya has formed partnerships with a number of properties, including:

• Talise Spa, at the Madinat Jumeirah Al Qasr – situated in the lush gardens of Jumeirah Al Qasr.

• Anantara Mina Al Arab at the Ras Al Khaimah Resort.

• Waldorf Astoria Dubai International Financial Centre.

• Waldorf Astoria Doha, West Bay.

• Five Palm Jumeirah Dubai.

• Grand Plaza Mövenpick Media City.

Additionally, the brand has worked in collaboration with Emirates Airlines for several years.

“Our strong and fruitful partnerships stem from our steadfast dedication to being a dependable ally,” added Sanders.

“We offer a high-quality, organic and sustainable service that matches the high standards of discerning customers, while adeptly managing complex supply chain challenges.”

Marking the occasion
To celebrate its entry into the region, Voya has developed a new treatment menu with a heightened sense of luxury, tailored for its GCC partners.

Ranging from anti-pollutant facials, aromatic mud wraps and abdominal massages to specialised treatments which contour and tighten the hip and thigh area, Voya has unveiled a total of seven new decadent treatments.

The rituals augment its established menu of results-driven seaweed-based face and body treatments.

Pioneering in sustainability
As a leader in sustainable practices, Voya has set new benchmarks for luxury organic skincare globally since its launch in 2006 as the world’s first certified organic, seaweed-based skincare brand.

From ethically sourcing its ingredients to using eco packaging and manufacturing processes, the brand integrates sustainability into every step of its production. Additionally, rigorous independent scientific research ensures its products are both environmentally responsible and deliver top-tier results.

Harmony with nature
The GCC is known for luxury and innovative architecture and operators in the region are picking up on the sustainability trend – making it an ideal fit for Voya’s advanced green beauty philosophy.

This trend is part of a wider movement towards living in harmony with nature, leading to a growing number of GCC consumers embracing natural skincare as an essential part of sustainable living.

"We offer a high-quality, organic and sustainable service" – Chantal Sanders - global head of sales

Originally published in Spa Business 2024 issue 1

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